E-SERVICE RELIABILITY AND CUSTOMER LOYALTY IN ONLINE SHOPPING IN NIGERIA: THE MODERATING ROLE OF AGE AND EDUCATION

Abstract

This study explored the moderating role of age and education in the relationship between e-service reliability and customer loyalty in the context of online shopping in Nigeria. The research aimed to identify how demographic factors influence customer loyalty towards reliable e-services. Data were collected from 353 online shoppers in Nigeria through a structured questionnaire and analysed using hierarchical regression. The findings reveal a significant positive relationship between e-service reliability and customer loyalty. Both age and education were found to significantly moderate this relationship. The study highlighted the importance of considering demographic variables when designing and delivering e-services to enhance customer loyalty. Based on these findings, it was recommended amongst others that e-commerce platforms in Nigeria should tailor their services and marketing strategies to meet the diverse needs of different age and educational segments to improve customer satisfaction and loyalty. This research contributes to the literature by providing insights into the specific demographic factors that impact the effectiveness of e-service reliability in fostering customer loyalty in the Nigerian e-commerce sector.